MKTG 6060

Consumer IntelligencePsychology and Behavior

Why do consumers buy? How can marketing activities influence buyer behavior? Answers to these questions are key to marketing success & business fortune. In this course, we explore how to understand the heart & soul of consumers & examine the strategic implications of consumer psychology. Course participants conduct a market segmentation project that identifies & dissects various buyer groups within a chosen market. Restriction: Restricted to graduate business students or NDGR majors with a sub-plan of NBA or NBD within the Business School.

Units: 3.0

Hours: 3 to 3